Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes, Workshops & Webinars
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Get answers to common questions about Trend Hunter.
Stay on the cutting-edge with the help of the Trend Hunter community.
Meet the team trusted by hundreds of leading businesses worldwide.
Find opportunities to accelerate your career with the #1 Trend Firm.
Catch up on noteworthy Trend Hunter news and media mentions.
Build a portfolio and put your trend-spotting abilities to the test.
Supercharge your marketing by partnering with Trend Hunter.
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 500,000 cutting edge ideas.

Reconfiguring Nostalgic Stories

An Interview with Susan Brandt, President of Dr. Seuss Enterprises

— November 1, 2019 — Business
The Dr. Seuss Experience recently kicked off at Mississauga's Square One, giving Seuss fans across Southern Ontario the chance to explore the stories they grew up with through an interactive lens and introduce new generations to the engaging themes, imaginative characters, and positive messages that the stories champion.

To create the Dr. Seuss Experience, Dr. Seuss Enterprises joined with Kilburn Media's live events division, Kilburn Live. To get a better understanding of what inspired the experience, what attendees can expect, and how new mediums continue to shape the iconic author's work, we spoke with Susan Brandt, President of Dr. Seuss Enterprises.

Can you tell us a little bit about the Dr. Seuss experience, and what prompted you to bring it to Toronto?

The experience is going to allow our fans and our guests to really enter the world of Dr. Seuss in a new and different way. We thought about doing this when I actually looked at some of these pop-up museums and I thought, wow, we now have the technology to really catch up to Ted Geisel and the worlds that he created. How many times have you as a child read those books and wanted to enter those worlds? At first, we really couldn't figure out how to do that. Once we saw what was being done nowadays however, we realized we could bring people into these worlds in new and different ways, and that's what we're doing with the Dr. Seuss Experience.

Dr. Seuss has remained a literary icon throughout generations. How do you think the sensory experience will help to shape interpretations of his work moving forward?

I think it'll remind you of the characters and stories that you probably grew up with as a child and loved, stories like 'The Cat in the Hat,' 'The Lorax,' and 'Horton Hears a Who.' It may also introduce you to some new friends. I'm not sure anyone has ever met a Bofa on the Sofa, or a Zamp in the Lamp from, 'There's a Wocket in My Pocket.' I love that you'll have the opportunity to experience and play with those characters that are so familiar, but also with those that are truly special that maybe haven't gotten as much time in the sun so to speak.

The immersive experiences are inspired by themes taken from nine stories. How were these experiences created and what can visitors expect when they walk in?

We worked very closely with Kilburn Media's team to ensure that we were capturing not just our characters and our stories, but the messaging in each story. So for example, in 'The Lorax,' we recall that the Lorax reminds us that "Unless someone like you cares a whole awful lot, nothing is going to get better. It's not." You have a choice in that book. Do you listen to the Once-ler's tale of caution, or do you not? Your experience may vary depending on what your decision is.

We needed to make sure that these experiences felt authentic and that these messages were clearly communicated. We did that by finding the right team that understood these books, understood the messages, and were able to bring everything to life. When people come to the exhibition, I think they should be expect to be delighted. I expect that they'll feel as though they truly have walked into the world of Dr. Seuss.

And lastly, what do you hope visitors take away from the Dr. Seuss Experience?

I hope they'll be delighted. I hope children of all ages, whether they're zero or a child of 100 years old, that they just walk away smiling, engaged, and have had a delightful time in the world of Dr. Seuss.

The Dr. Seuss Experience will run until January 5th, 2020, and tickets are available at

Image Credit: Vito Amati